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Transcript of Data Resource Magt Ppt2
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McGraw-Hill/Irwin 2008,The McGraw-Hil l Companies, All Rights Reserved
Chapter 5
Data Resource Management
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Learning Objectives
1. Explain the business value of implementingdata resource management processes andtechnologies in an organization.
2. Outline the advantages of a databasemanagement approach to managing the dataresources of a business, compared to a fileprocessing approach.
3. Explain how database management softwarehelps business professionals and supports theoperations and management of a business.
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Learning Objectives
4. Provide examples to illustrate each of thefollowing concepts:
a. Major types of databases
b. Data warehouses and data mining
c. Logical data elements
d. Fundamental database structures
e. Database development
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Examples of logical data elements
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Fundamental Data Concepts
Character: single alphabetic, numeric or othersymbol
Fieldor data item: a grouping of related
characters Represents an attribute(a characteristic or quality) of
some entity(object, person, place or event)
Example: salary
Record: grouping of all the fields used todescribe the attributes of an entity Example: payroll record with name, SSN and rate of
pay
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Fundamental Data Concepts
Fileor table: a group of related records
Database: an integrated collection of logicallyrelated data elements
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Database Structures
Hierarchical
Network
Relational
Object-oriented Multidimensional
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Hierarchical Structure
Early DBMS structure
Records arranged in tree-like structure
Relationships are one-to-many
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Hierarchical Structure
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Network Structure
Used in some mainframe DBMS packages
Many-to-many relationships
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Network Structure
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Relational Structure
Most widely used structure Data elements are viewed as being stored in
tables
Row represents record Column represents field
Can relate data in one file with data in anotherfile if both files share a common data element
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Relational Structure
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Relational Operations
Select: Create a subset of records that meet a stated criterion
Example, select employees who make more than$30,000
Join Combine two or more tables temporarily
Looks like one big table
Project Create a subset of columns in a table
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Multidimensional Structure
Variation of relational model Uses multidimensional structures to organize
data
Data elements are viewed as being in cubes Popular for analytical databases that support
Online Analytical Processing (OLAP)
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Multidimensional Model
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Object-oriented Structure
Objectconsists of Data values describing the attributes of an entity
Operations that can be performed on the data
Encapsulation: Combine data and operations
Inheritance:
New objects can be created by replicated some or all of
the characteristics of parent objects
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Object-oriented Structure
Source: Adapted from Ivar Jacobsen, Maria Ericsson, and Ageneta Jacobsen, The Object Advantage: Business ProcessReengineering with Object Technology(New York: ACM Press, 1995), p. 65.Copyright @ 1995, Association for Computing Machinery. By permission.
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Object-oriented Structure
Used in Object-oriented database managementsystems (OODBMS)
Supports complex data types
Examples, graphic images, video clips, web pages
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Evaluation of Database Structures
Hierarchical Worked for structured routine transaction processing
Cant handle many-to-many relationships
Network More flexible than hierarchical Unable to handle ad hoc requests
Relational
Easily respond to ad hoc requests Easier to work with and maintain
Not as efficient or quick as hierarchical or network
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Database Development
Database Administrator (DBA) In charge of enterprise database development
Data Definition Language (DDL)
Develop and specify the data contents, relationshipsand structure
These specifications are stored in data dictionary
Data dictionary
Data base catalog containing metadata Metadatadata about data
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Database Development
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Data Planning Process
Enterprise Model Defines basic business process of the enterprise
Defined by DBAs and designers with end users
Data Modeling
Relationships between data elements
Entity Relationship Diagram (ERD)common tool formodeling
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Entity Relationship Diagram
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Database Design Process
Logical design Schemaoverall logical view of relationships
Subschemalogical view for specific end users
Data models for DBMS
Physical design How data are to be stored and accessed on storage
devices
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Logical and Physical Database Views
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Data Resource Management
Managerial activityApplies IS technologies like data management
and data warehousing to manage data resourcesto meet the information needs of businessstakeholders
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Types of databases
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Operational Databases
Store detailed data to support businessprocesses
Examples, customer database, inventorydatabase
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Distributed Databases
Copies or parts of databases on servers at a variety oflocations
Challenge: any data change in one location must bemade in all other locations
Replication: Look at each distributed database and find changes
Apply changes to each distributed database
Very complex
Duplication One database is master
Duplicate that database after hours in all locations
Easier
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External Databases
Databases available for a fee from commercialonline services or
For free from World Wide Web
Examples, statistical databanks, bibliographicand full text databases
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Hypermedia Database
Website database Consists of hyperlinked pages of multimedia
(text, graphics, video clips, audio segments)
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Data Warehouse
Stores data that has been extracted from the operational,external and other databases
Data has been cleaned, transformed and cataloged
Used by managers and professionals for Data mining,
Online analytical processing,
Business analysis,
Market research,
Decision support
Data mart is subset of warehouse for specific use ofdepartment
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Data Warehouse
Source: Adapted courtesy of Hewlett-Packard.
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Data Mining
Data in data warehouse are analyzed to revealhidden patterns and trends
Examples:
Perform market-basket analysis to identify newbusiness processes
Find root causes to quality problems
Cross sell to existing customers
Profile customers with more accuracy
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Traditional File Processing
Data stored in independent files Problems:
Data redundancy
Lack of data integration
Data dependencefiles, storage devices, and softwareare dependent on each other
Lack of data integrity or standardization
T di i l Fil P i
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Traditional File Processing
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Database Management Approach
Consolidate data into databases that can beaccessed by different programs
Use a database management system (DBMS)
DBMS serves as interface between users anddatabases
D t b M t A h
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Database Management Approach
DBMS M j F ti
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DBMS Major Functions
D t b I t ti
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Database Interrogation
End users use a DBMS by asking for informationvia a query or a report generator
Query languageimmediate responses to adhoc data requests
SQL(Structured Query Language) an internationalstandard query language
Graphical Queries -- Point-and-click methods
Natural Queriessimilar to conversational English
Report generatorquickly specify a reportformat for information you want printed in areport
Nat ral Lang age ers s SQL
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Natural Language versus SQL
Graphical Query
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Graphical Query
Source: Courtesy of Microsoft Corp.
Database Maintenance
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Database Maintenance
Updating database to reflect new businesstransactions such as a new sale
Done by transaction processing systems withsupport of DBMS
Application Development
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Application Development
Use DBMS software development tools todevelop custom application programs
Data Manipulation Language (DML)
Case 1: Amazon, eBay, and Google:Unlocking and Sharing Business
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Unlocking and Sharing BusinessDatabases
Companies such as Amazon, eBay and Google areunlocking their databases and sharing their data withdevelopers, entrepreneurs and their business partners.
In the hands of top Web innovators, this data could be
the dynamo of new Web sites and businesses thatwould expand the companys online footprint and
ultimately drive more sales.
This also involves risk in terms of misuse of companys
data and companies will have to take steps insafeguarding their data.
Case Study Questions
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Case Study Questions
1. What are the business benefits to Amazon and eBay ofopening up some of their databases to developers andentrepreneurs? Do you agree with this strategy? Why orwhy not?
2. What business factors are causing Google to move
slowly in opening up its databases? Do you agree withits go-slow strategy? Why or why not?
3. Should other companies follow Amazons and eBayslead and open up some of their databases todevelopers and others? Defend your position with
examples of the risks and benefits to an actualcompany.
Real World Internet Activity
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Real World Internet Activity
1. The concept of opening up a companysproduct, inventory, and other databases todevelopers and entrepreneurs is a relativelynew one.
Use the Internet to find examples of companies thathave adopted this strategy and the benefits theyclaim for doing so.
Real World Group Activity
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Real World Group Activity
2. Opening up selective databases to outsiders isnot a risk-free strategy for a company. Whatrisks are involved? What safeguards shouldbe put in place to guard against loss or misuse
of a companys data? Discuss and take a stand on these issues.
Case 2:Emerson and Sanofi: Data
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Stewards Seek Data Conformity
For data warehouse to work properly, data has to bestandardized.
Companies are hiring data stewards who are dedicatedto establishing and maintaining the quality of data
entered into the operational systems that feed the datawarehouse.
Data stewards need to have business knowledgebecause they need to make frequent judgment calls.
Data quality is a journey, not a destination.
Case Study Questions
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Case Study Questions
1. Why is the role of a data steward considered tobe innovative? Explain.
2. What are the business benefits associated withthe data steward program at Emerson?
3. How does effective data resourcemanagement contribute to the strategic goalsof an organization? Provide examples from
Emerson and others.
Real World Internet Activity
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Real World Internet Activity
1. As discussed in the case, the role of datasteward is relatively new, and its creation ismotivated by the desire to protect the valuabledata assets of the firm.
There are many job descriptions in the modernorganization associated with the strategicmanagement of data resources. Using the Internet,see if you can find evidence of other job roles that are
focused on the management of an organizationsdata. How might a person train for these new jobs?
Real World Group Activity
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Real World Group Activity
2. As more and more data are collected, stored,processed, and disseminated by organizations,new and innovative ways to manage themmust be developed.
Discuss how the data resource management methodsof today will need to evolve as more types of dataemerge. Will we ever get to the point where we canmanage our data in a completely automated manner?
Case 3:Acxiom Corporation: Data
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Demand Respect Acxiom Corporation manages other companies data as
well as manages their data centers. Acxiom manages large volumes of data in their data
center and extract business intelligence from the data todrive smart decisions.
More than half of its revenue is generated by data-relatedservices, such as building and hosting data warehouses,integrating and cleaning customer data, running customerrelationship management applications, developingcustomer marketing lists, and analyzing data or providingclients with the means to analyze it themselves.
Privacy and security are both important issues when itcomes to managing data.
Case Study Questions
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Case Study Questions
1. Acxiom is in a unique type of business. Howwould you describe the business of Acxiom? Isit a service- or a product-oriented business?
2. From the case, it is easy to see that Acxiom
has focused on a wide variety of data fromdifferent sources. How does Acxiom decidewhich data to collect and for whom?
3. Acxioms business raises many issues related
to privacy. Are the data collected by Acxiomreally private?
Real World Internet Activity
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Real World Internet Activity
1. The case states that Acxiom started as theresult of a spin-off from a bus company. Usingthe Internet, see if you can find the history ofAcxiom.
How does a bus company evolve into a datacollection and dissemination company?
Real World Group Activity
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p y
2. The privacy problems faced by Acxiom wereassociated with the accidental dissemination ofdata deemed sensitive by a third party.
Discuss the privacy issues associated with Acxioms
business. Do you think the company is doing anythingwrong?